Our findings demonstrate that while mayonnaise is not a commonly used or purchased condiment in Egypt, respondents are aware of mayonnaise brands available on the shelf.
Our Kasi Insight Condiment Tracker Survey – Egypt conducted in August 2022, amongst 500 respondents, presents insights on the food industry with attention to purchase drivers and market trends as well as key brand health measures. The condiment tracker understands consumer patterns in awareness and usage of condiments with particular interest in Mayonnaise brands.
In particular, Heinz Mayonnaise is the most commonly heard of brand amongst Egyptian consumers with 30% of the respondents having heard of the brand. This was followed by 13% of respondents who had heard of Add-Me Mayonnaise - a local mayonnaise brand.
Heinz comes out on top as the most purchased brand
22% of the respondents reported not buying or rarely using mayonnaise, however one brand that is loved by consumers who do use/purchase mayonnaise is Heinz. In fact, 22% of respondents state that Heinz Mayonnaise is currently their most used brand, with 28-29% of respondents using/purchasing the brand in the past 3 months, 4 weeks and 7 days. Only 6% of respondents stated Add-Me Mayonnaise as their currently most used brand, however, 13% of respondents had used/purchased the brand in the past 3 months, 4 weeks and 7 days. It can be concluded that Heinz is a brand that has significant awareness and usage amongst Egyptian consumers, and that Add-Me is a challenger of this.
Millennials are driving demand but more opportunities for brands to grow
Amongst age groups, Millennials are driving the demand for mayonnaise, with 80% of this age group considering mayonnaise to be their favorite condiment. Furthermore, 29% of Millennials have also been avid consumers of the Heinz Mayonnaise brand, closely followed by Gen Z at 28%. However, for Gen Z respondents a larger majority (27%) stated that they rarely buy/use the condiment.
Mayonnaise brands should therefore look to Millennials to drive the demand of their products. Particularly for local manufactures of Mayonnaise brands such as Add-Me, sales and promotions could encourage greater uptake amongst Millennials, as well as other age groups. As another suggestion, brands could include recipes as part of their marketing strategies, to demonstrate the ways in which mayonnaise could be used. This could bring greater interest in the condiment and more exploration of the brands offering this condiment.
It is vital for brands to gain an in-depth understanding of consumers purchase behaviors and drivers over time, and our Kasi tracker can help your brand/business do just that.
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Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insights https://www.kasiinsight.com/thehub
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